Princess & The Pea, a beloved local baby and kids’ boutique in Edmonton since 2006, has opened its second location at The Rabbit Hill Shopping Centre, at 5112 Mullen Rd NW, in Edmonton.
The retailer said the new store allows it to offer an even wider selection of carefully curated, high-quality products for babies and kids, all within a welcoming and family-friendly space.
The unique concept is owned by Vicki Zhou and Daisy Gao.
“It’s a more visible and accessible spot that allows us to create a better shopping experience for our customers. We’ve put a lot of thought into every detail, from the store design to fun elements like a smoothie station. We’re also continuing to build our online presence, which was essential and remains a big part of our strategy,” said Zhou.
“Our future is all about finding the right balance between a strong local presence and an engaging online store. We’re committed to upgrading both our physical and digital appearance to ensure we meet the high standards of the premium brands we carry.
“There’s no doubt it’s challenging to compete with big box stores and new players like Temu and Shein, especially online. Their ads seem to pop up everywhere! But we believe in the quality of our products and the personal touch we offer. We’re also big supporters of other local boutiques in Edmonton. I shop local myself because I feel a real connection with the owners, and I know many of our customers feel the same way about us. That’s why we love being store owners — we get to curate our collection as moms and offer products we genuinely believe in to our community.”
Princess & The Pea Boutique was founded in Edmonton in 2006 in the Crestwood area. The previous owner moved to a temporary location at the start of the COVID outbreak.
“That was a real turning point because the store was tucked away on the second floor, in a hard-to-find area with almost no foot traffic. The only way to survive was to pivot to online sales,” said Zhou.
“In 2023, Daisy and I took over with a heavy focus on e-commerce, and we’ve grown our customer base significantly since then. But ultimately, we wanted to create a more accessible and inviting in-store experience, which is why we opened our new location at Rabbit Hill Shopping Centre. Being in a boutique business means building relationships with the brands we love, and we’ve worked hard to meet the standards they set for appearance, location, and brand representation.”
Zhou said Princess & The Pea has kept its small, local charm while becoming a favourite destination for parents and kids alike.
“We specialize in baby and kids’ toys, wearables, essentials, and gifts for newborns to school age kids. Our shelves are stocked with premium brands sourced from Canada, the US, and Europe, all carefully studied and tested by our families before being offered to our customers,” she said.
“Over the years, the boutique has weathered economic challenges that have seen many baby and kids’ box stores and local businesses close their doors. Yet, through it all, Princess & The Pea has thrived, thanks to the unwavering loyalty and love of our community.”
The new store at The Rabbit Hill Shopping Centre features an expanded range of kids’ and baby items, including organic clothing and educational toys. It has also introduced fun new services like customized embroidery, special face painting days, and pop-up kids’ photoshoot sessions.
“Our goal is to make Princess & The Pea a special place where families can shop, play, and create lasting memories,” added Zhou.
